Question 1
How could the marketing manager of each of the following organizations use the theory of perception to guide the development of a national advertising campaign:
- RSPCA (Royal Society for the Prevention of Cruelty to Animals)
- Cruise company
- Tiger beer
- Burger King fast food outlets
Question 2
The process of stimulus generalization is often central to branding and packaging decisions that attempt to capitalize on consumers’ positive associations with an existing brand or company name. In this context, identify and briefly discuss the four strategies based on stimulus generalization presented in the text.
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Question 3
How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (Ao). Describe the strength of commitment involved in each of the following and give an example:
- Compliance
- Identification
- Internalization
Question 4
a) Opinion leaders are widely used in marketing to influence consumers. Explain why opinion leaders are hard to identify.
b) For each of the following products, nominate a celebrity whom you feel would make an appropriate opinion leader. List the characteristics of the celebrity that would make him or her suitable in terms of the type of reference group influence likely to be exerted (informational, normative, or identification).
- Toothpaste
- microwave
